I am constantly surprised that in the search for revenue, some marketers often overlook the impact of implementing automated campaigns.  Other tactics often steel the lime light (and resource), for example segmentation, for me does not deliver the revenue as quickly or as easily as a well executed automated email program. 

Remember a well crafted automated email program will be helping you hit your targets while you sleep!

Here are five of my favourite automated email programs that will help you deliver revenue:-

Welcome Program

Definition:- A series of automated emails that are sent to the recipient welcoming them to the email program.

Benefit:- These initial emails should include valuable content and offers to encourage engagement and drive revenue. All this while the recipient is heavily interested in your products.  The series of welcome emails will also enable you to set the recipients expectation about your email program and improve future email delivery through the inclusion of add to safe senders links.  In addition a well designed program will enable you to determine the segmentation that should be applied when the recipient is added to the main email program.

Order Confirmation Program

Definition:- Emails confirming the product(s) you have ordered

Benefit:- We typically see open rates in the region of 70% on order confirmation emails as these are very valuable to the recipient.  With this in mind, use these emails to promote other complimentary products or to thank the recipient for their custom. Why not provide an incentive for another purchase to help to drive revenue.

Customer Satisfaction Program

Definition:- A program asking your customers exactly what they think of the products or services purchased from you.

Benefit:- Understanding what your customers think about your products and services is incredibly important, however within your email program you can get even more value from these emails.  Those people that score the product highly can be incentivised to recommend friends or colleagues.  Alternatively those customers who weren’t so happy should receive an automated email with an incentive to try your product or service again.

Shopping Cart Abandonment Program

Definition:- A series of emails that are sent to a customer who has filled the online shopping cart but not yet purchased.

Benefit:- Emailing prospects when you know they are interested in a particular product can be the final push they need to make that purchase.  Your program should consider providing a final incentive or reminding them of the benefits of your product or a question to find out why they didn’t buy. Alternatively it could be a combination of all three.

Post Purchase Relationship Program

Definition:- A series of emails that are sent out after a recipient has made a purchase with a view to building a relationship and generating repeat purchases.

Benefit:- These emails will help to continue to build the relationship after a prospect has become a customer.  In addition, they can be used to push other complimentary products or services e.g. thanks for buying a holiday, there are only 2 weeks until you go away, why not treat yourself to access to the VIP lounge.

In Summary:-

Why not take a few minutes to think about how these tactics can be used within your own business?

I’d also love to hear your thoughts on what other automated campaigns have delivered great results for you?

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